This document discusses how social, mobile, and local technologies are becoming increasingly important for email marketers. It notes that smartphones and tablets are proliferating, and that people are using more location-based and social networking apps on these devices. The concept of "mocial" is introduced, combining mobile, social, local and email. Examples are given of how marketers can engage customers through these new channels, such as by optimizing emails for mobile screens, collecting leads through apps, and running location-based promotions.

1. Social, Mobile and Local:
Why They Matter for Email Marketers
@Silverpop
@LorenMcDonald

2. Digital Marketing Channel Explosion

3. Your Web site may no longer be the center of
your universe Pre-Copernicus (1543)

4. Not a fad…but a way of life
25M
75M
800M 250+M

5. Smartphone Sales Pass PC Sales
Q4 2010

6. 100+ Million Tablets Expected to Sell in 2012

7. Mobile Apps are Exploding
25 billion downloaded by 2015
Juniper Research

8. Mobile & Social are Converging

9. Foursquare Adding 1 Million Users a Month
Now 20MM
Facebook
also has
350MM
Mobile users
Over 3 million check-ins per day
500,000 using the Merchant Platform

10. We call this “mocial”
mobile + social + local + email

11. Mocial

12. Social
Email
Local Mobile

13. Facebook Request for Permission

14. Social Login – The new opt-in form
66% of people prefer social sign up

15. Social Profile Data by Network
Email       
Name          
Location       
Birth Date      
Gender    
Friends/Contacts       
Profile Photo       
Interests   
Source Janrain

18. • Holiday card: Sent 12/24/10
• Facebook album: 150+ photos
added

19. “Doughboy” + Valentine = Shareworthy

20. Sharing Done Right – What’s Your Ice Cream?

21. [get pur-suh-nl]
1. Marketing content that speaks
with a “human” voice.
2. Targeted, personally relevant
messaging based on consumer
preferences, demographics and
behavior.
3. Dude, lose the corporate
speak.

23. • Service tone
• Human
• 50%
conversion

24. How-to video

25. Let Customers Do the Selling
1/3 Increase in Orders and Sales

26. Social
Email
Local Mobile

27. Going Mobile / Screensize-apalooza

28. Where is Your Email Being Read?

29. So Context Means…
Scannable
Singular calls to action
Larger fonts
Single columns
Bullet-proof / large CTA buttons
Design for touch …

30. The New Design Challenge
Old mouse New mouse

31. Do Your Email’s Have the Touch?
Source: StyleCampaign.com, Litmus

32. Know Your Audience
Source: Unica Corporation/Pivotal Veracity

33. Regular
Mobile
64% higher
CTR
A/B test sent
to frequent
mobile
openers

34. SMS to Email Opt-in

35. Tablet/Kiosk Opt-in Collection

36. QR Codes to Email Opt-in
• Printed collateral
• Tradeshow booth
• Signage
• TV

37. 25+% of Apps Used Only Once

38. Apps: FB Connect & Email Opt-in

39. Social
Email
Local Mobile

40. Gamification

41. Why should marketers care?

42. Check-in Marketing Opportunities
Local Offers
Sweepstakes Loyalty Twitter
Messaging
Email Marketing

43. Opt-Ins Increase Email Signups

44. Sweepstakes & Scavenger Hunts
Run sweepstakes and scavenger hunts based on when someone checks in to a
location with Foursquare or Facebook

45. Sweepstakes Sign-Up

46. Email
Confirmation

47. Participants Check-In

48. Don’t be afraid to jump in

49. About Silverpop

50. Contact
Loren McDonald
Twitter: @LorenMcDonald
lmcdonald@silverpop.com
Google+: Loren McDonald
Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com